Branding
Two black-and-white faces, a stark minimalist label, returnable glass bottles, and provocative, witty poster campaigns, fritz-kola built an identity that was deliberately the opposite of the global cola giants, leaning into independence, design and a high-caffeine kick.
Part of fritz-kola
14 moments in this segment.
- - Maximum caffeine. fritz-kola launched with the highest caffeine content German law allowed (25 mg/100 ml), "viel Koffein" became a core part of its identity and its late-night appeal.
- - The campaigns. Witty, provocative, design-led poster and film campaigns, often poking at the big cola corporations, built fritz-kola a cult following.
- - The minimalist label. Stark black-and-white typography and a deliberately un-corporate look set fritz-kola apart on every shelf and bar. The subject dates from 2004; this photograph was taken in 2009.
- - The two faces. The logo, two stylised black-and-white portraits of the founders, became one of the most recognisable indie-brand marks in Germany. The subject dates from 2002; this photograph was taken in 2010.
- - fritz-kulturgüter - the wordmark. Fritz-kulturgueter schwarz.png
- - "Öffentlicher Koffeinverkehr". Fritz-kola öffentlicher Koffeinverkehr.jpg
- - fritz-kola bus advertising. Fritz-kola Buswerbung.jpg
- - "Pfand gehört daneben" - the ethos. fritz-kola leaned into sustainability and social causes, the "deposit belongs beside the bin" campaign, returnable bottles, and a self-consciously responsible brand stance.
- - Fritz-Kola-Chef Wiegert (WirtschaftsWoche). A business-press interview on running fritz-kola independently.
- - "fritz gegen Goliath". The story of the indie cola taking on the global giants, fritz versus Goliath.
- - David vs Goliath - taking on the big cola. How fritz-kola built a brand from nothing against the multinational soft-drink machine.
- - fritz-kola Werbespot - "Joker meets Fritz-Kola". A striking fritz-kola advertising film.
- - "Fritz gegen Goliath" - the purpose talk. A deeper look at fritz-kola’s purpose-driven, anti-corporate positioning.
- - fritz-kola - the marketing. A look at fritz-kola’s distinctive, design-led advertising approach.
